Abstract

This study is an experimental study to examine the effect of the 1:1 coaching and example ideas with the GROW model on the creativity of new product ideas. Participants were composed of 32 adults who did not know coaching and were not related to new product development-related industries, and the experiment was randomly assigned to 1:1 coaching group, example idea group, and control group. The ideas answered by the participants were evaluated by measuring novelty, appropriateness, and willingness to pay after the experiment, and 30 experimental data and 3 expert group evaluation data were used for the final analysis. As a result of the study, the 1:1 coaching using the GROW model had a significant effect on the creativity of new product ideas, and in particular, had a positive effect on novelty. The example idea group received the lowest score among the three groups, including the control group, in novelty and suitability, and was found to have a negative effect on idea creativity. Based on these results, implications and limitations for the use of coaching in the work or situation of presenting creative ideas were discussed, and suggestions for follow-up studies were made.